Review article
DOES GENERATION Z BELIEVE IN SOCIAL RESPONSIBILITY? – EXAMINATION OF THE PERCEPTION OF SOCIALLY RESPONSIBLE COMPANIES AND PRODUCTS
Bruno Krneta
orcid.org/0000-0003-3324-4581
; INVENIAM , obrt za marketing i savjetovanje Kuntrada 48, Valbandon, 52212 Fažana, Hrvatska
Erik Ružić
orcid.org/0000-0002-6408-7198
; Sveučilište Jurja Dobrile u Puli, Fakultet ekonomije i turizma „Dr. Mijo Mirković“, Preradovićeva 1/1, 52100 Pula, Hrvatska
Abstract
From its inception until today, the concept of corporate social responsibility has become an integral part of the business policies, models, and communication strategies of numerous companies, as well as many governmental and non-governmental organizations. Appeals for socially responsible behavior are represented in various communication activities of such entities. On the other hand, one of the key features that characterize Generation Z is exposure to a large number of promotional messages and information on a daily basis. Considering the aforementioned features of their surroundings, it follows that mentioned reflects on the psychographic characteristics of Generation Z in the term of reduced interest in brands and companies that are promoted, as well as a different way of perceiving propaganda messages compared to previous generations. In the conducted research, an effort was made to determine how Generation Z perceives socially responsible companies and their products. The research was conducted on a sample of 132 respondents who belong to Generation Z according to their age group. Data collection was carried out at the Faculty of Economics and Tourism "Dr. Mijo Mirković" in Pula using a survey questionnaire that contained seven questions aimed at key determinants that could provide insights into attitudes about social responsibility. The research was conducted according to the model from previous research by Gupta, Reetika, and Sankar Sen (2013). The findings of the research indicate that members of Generation Z have a positive perception of socially responsible companies and their products.
Keywords
corporate social responsibility; social responsibility; generation Z; perception of social responsibility
Hrčak ID:
295870
URI
Publication date:
17.3.2023.
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